The economic impact of online hate on businesses

Online hate, toxic content and cyberharassment have been increasingly in the headlines. While the physical and mental effects on those involved have been addressed more frequently, not every business is aware of the economic impact that comes with online toxicity.

Hateful and toxic content affects everyone, from individuals to institutions, and the implications are more far-reaching than the immediate and easy-to-see consequences. As the numerous and complicated consequences of this problem continue to become more tangible, businesses are having to reflect on the best ways to combat the issue.

For companies of every kind, curbing increasing toxicity on their social media should be a priority. Many are turning to moderation solutions to help to suppress this trend, and are searching for the best technology that can solve the problem.

User protection: corporate responsibility

Assuring the protection of users, communities, teams, employees, and managers is a major part of corporate social responsibility (CSR) for any organization.

To foster a culture that emphasizes trust and safety, it is important to reduce user exposure to harmful, fraudulent, and abusive content.

Trust and safety are central to the protection and growth of any healthy community. People who have trust in a community are more likely to express themselves freely. And in contrast, individuals that are harassed or exposed to toxic content are likely to engage less or even leave the community altogether.

Security is equally important to a community, because it reduces illegal and dangerous online behavior that could have devastating consequences.

Moderation: A new essential for companies

After an exponential rise in online interactions and the toxic content that has accompanied these exchanges, the need for moderation has become painfully obvious.

The COVID-19 pandemic accelerated and strengthened digitization, as a majority of people who were isolated in their homes migrated communications online in place of traditional face-to-face interactions.

The current health and economic landscape has left people frustrated, and this has translated to a 56% increase in hateful online comments during the first lockdown in France, for example.

The creation of platforms to facilitate online communication is great: but as soon as a platform allows user generated content to be published (comment sections on websites, real-time interactions with online events, social media, applications, forums, etc.), moderation becomes crucial.

The financial impact of moderation (or lack thereof)

Every business has a vested interest in bringing in more users, increasing the time spent on its platforms, and creating an engaged community.

Consider this quick stat:

• 40% of visitors will leave a platform that contains toxic and hateful content.

Creating a safe and healthy community can be the best way to increase user acquisition and retention. This, in turn, leads to increased revenues either directly for the company, or through partnerships, sponsorships, and advertising.

Having a moderation solution in place for platforms and communities can provide organisations with:

• 100% brand safety
• +60% increase in time spent on the ‘clean’ platform
• 3x return visitors

The current moderation solutions landscape

Historically, the go-to solution was human moderation, but this has proved to be time-consuming and costly. More recently, automated technologies have made it possible to streamline this process.

Bodyguard, the moderation solution for protecting communities and platforms

In response to the increased amount of online hate, Bodyguard was created. It is a unique moderation technology that protects businesses, brands, platforms and their communities from the harmful effects if online toxicity.

Bodyguard’s technology detects, analyzes, and moderates toxic online content. It protects users and communities from insults, trolling, racism, homophobia, threats, sexual harassment, and misogyny.

The solution boasts the ability to detect, analyze and treat hateful content on Twitter, Youtube, Instagram, Twitch, Facebook, LinkedIn, TikTok and other online platforms (website, applications, forums, etc.) via an API.

The Bodyguard technology provides:

• contextual understanding and ability to decipher internet language
• real-time and scalable moderation capability
• advanced customization adapted to the needs of each client and industry
• actionable data to help grow your community
• 90% detection rate of hateful content.

Bodyguard is already a trusted partner for:

• Luxury brands - safeguarding their reputation and online presence
• Media organizations - protecting their social networks, platforms and journalists.
• Sports clubs - protecting the club, players, and managers.
• Social platforms - providing a third-party solution for expert moderation.
• Gaming - facilitating communication between players for a positive gaming experience.

In an online climate that is often fraught with hateful and toxic content, it is critical to protect your business. Moderation by Bodyguard is the most reliable and effective way to do just that.

Want to know more? Talk to us today!